Assessing new product opportunities in international markets

Date of publication: November 2, 1983

Abstract:

This paper reviews some methods for assessing foreign product opportunities and presents a sample case (introducing a North American beer in Europe) of international market choice. The paper shows that by following a methodological approach the firm would select different markets (in this case, Belgium, Austria, Germany and the U.K.) than if an experiential decision had been made.

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